Local brands are now jumping on the bandwagon with Melbourne-based online labels Sister Studios and Tully Lou the latest to join short-term shop trend.

For Sister Studios, a Brunswick-based fashion label, pop-ups give them the chance to connect with customers.

Friends and co-designers Emma Cutri, 26, and Alice McIntosh, 25, started their brand last year as an online shop but wanted to try a physical store to give their fans the chance to try before they buy.

It’s been so profitable, they’re planning to ‘pop-up’ again.

“Everyone is less hesitant to purchase the pieces because they can try it on. We can fit them, recommend things — they get the full Sister service,” Ms Cutri said.

“It’s such a nice hype when it’s for such a short period so you can put a lot of energy into it and people feel that and get excited,” Ms McIntosh said.

Founder of popUPshops Melbourne Scott Williams said it wasn’t just online brands opting for the short-term shops.

“When Pop-ups first appeared eight to ten years ago there was a lot of suspicion from permanent retailers but now a lot of permanent retailers are introducing pop ups as well,” he said.

“There is a bit more confidence in an online brand if they do appear physically sometimes and it is good for their credibility.”